Efforts feature special in-show integrations on the hit children’s talent competition, “Pequeños Gigantes USA” on the Univision Network
NEW YORK – MARCH 13, 2017 – Univision Communications Inc. (UCI), the leading media company serving Hispanic America, today announced its fourth annual Pequeños y Valiosos (Young and Valuable) campaign in partnership with Too Small to Fail, a joint initiative of The Opportunity Institute and the Clinton Foundation. Originally launched in 2014 as part of Univision Contigo’s empowerment effort, Pequeños y Valiosos encourages Hispanic parents and caregivers to engage in language-rich activities with their young children ages 0-5 to boost early cognitive and social-emotional development, and supports parents with tools to talk, read, and sing with their young children from birth.
The 2017 campaign kicks off tonight with special integrations on the Univision Network’s hit children’s talent competition “Pequeños Gigantes USA” (Little Giants USA) at 8:00 p.m. ET/PT (7 p.m. Central). Beloved actress and host of the show, Giselle Blondet, will engage contestants and their families in conversations about the important and lasting impact of spending time everyday involved in language-rich activities – like talking, reading, and singing to children – and ways to strengthen early social-emotional development. A series of vignettes featuring the contestants and their parents will air throughout the coming weeks, referring viewers to free tools and resources where they can learn more about ways to support early literacy and social-emotional development. Viewers will be encouraged to text “GIGANTES” to 26262 to receive twice-weekly text prompts, tools and activities that will help them transform everyday moments into brain-building opportunities for their young children.
“We could not be more proud to continue our work with parents and their young children as we launch the fourth year of Pequenos y Valiosos,” said Chad Boettcher, senior vice president of Social Impact at Univision. “Through our hit show Pequeños Gigantes USA, we’re able to reach families celebrating young talent and emphasize the importance of early childhood development.”
“We’re thrilled to continue the incredible impact of this partnership between Too Small to Fail and Univision as we strive to reach parents across the country with critical information about the importance of talking, reading, and singing on a child’s early brain and language development,” said Kara Dukakis, co-director of Too Small to Fail. “Together, we’re working to ensure that every child, regardless of where they are from or what language they speak, has the best possible chance to succeed in school and in life.”
Additionally, messaging about literacy, numeracy and social-emotional development will be featured in a made-for-television mini-series that will air later this spring. The 60-minute episodes will bring the campaign’s messaging to life in creative narratives and motivating storylines. The on-air storyline will be extended to mobile and web platforms, allowing viewers to follow the story and access special early childhood content and parenting resources.
These new initiatives build on the already powerful multi-platform Pequeños y Valiosos campaign that also includes:
- Regular Univision Network programming integrations on Despierta América as well as local television and radio promotions providing families with tools and information on early childhood development;
- A text message platform (text “VALIOSOS” to 26262) that offers twice weekly text prompts, video tips and access to early learning activities to help parents & caregivers engage in purposeful, language-rich interactions with their young children;
- A series of campaign public service ads (PSAs) featuring Univision talent Satcha Pretto, Enrique Acevedo and Ana Patricia Gonzalez engaged in language-rich parenting activities with their own children, airing on Univision throughout the campaign.
- The “Padres de Univision” public community group on Facebook moderated by Univision and its partners, that encourages parents to share their own experiences and provide tips to one another;
- An early education section on Univision’s digital education hub at Univision.com/educacion; and,
- Univision Contigo local events for parents and families across markets nationwide where families can receive valuable resources.
Families can join the conversation for special promotions and more content across social media platforms (Facebook, Twitter and Instagram) using the hashtag #PequeñosYValiosos.
Since its launch, Pequeños y Valiosos campaign programming and resources have encouraged parents to talk, read and sing with their infants and toddlers; engage in simple, everyday activities to support early numeracy and early math concepts; understand the importance of bilingualism; and, support strong social and emotional bonds with their children. The campaign’s empowering message reminds parents and caregivers that they have the power to transform everyday moments into brain-building moments for their young children.
CONTACT: Yvette Pacheco
About Too Small to Fail
Too Small to Fail, a joint initiative of the Clinton Foundation and The Opportunity Institute, is leading a public awareness and action campaign to promote the importance of early brain and language development and to support parents with tools to talk, read, and sing with their young children from birth. Today, almost 60 percent of children in the United States start kindergarten unprepared, lagging behind their peers in critical language, math, and social-emotional skills. Through partnerships with pediatricians, hospitals, faith-based leaders, community based organizations, businesses, entertainment industry leaders, and others, Too Small to Fail is meeting parents where they are to help them prepare their children for success in school and beyond. Whether at the pediatrician's office or the playground, Too Small to Fail aims to make small moments big by creating opportunities for meaningful interactions anytime, anywhere.
Since 2013, Too Small to Fail has collaborated with the media and entertainment industries to integrate research-based messaging about early childhood development into existing plotlines or campaigns. In addition to partnering with Univision, Too Small to Fail has reached parents through integrations with Orange is the New Black, Days of Our Lives, Law & Order SVU, Jane the Virgin, as well as collaborations with Spotify, BabyCenter, and Sesame Workshop. In Miami-Dade and Los Angeles Counties, Too Small to Fail is also partnering with Univision’s locally owned & operated stations and local community organizations on targeted citywide campaigns that reach families of young dual language learners (DLL).
About Univision Communications Inc.
Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. The Company, a leading content creator in the U.S., includes Univision Network, one of the leading networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country available in approximately 92% of U.S. Hispanic television households; UniMás, a leading Spanish-language broadcast television network available in approximately 86% of U.S. Hispanic television households; Univision Cable Networks, including Galavisión, the most-watched U.S. Spanish-language entertainment cable network, as well as UDN (Univision Deportes Network), the most-watched U.S. Spanish-language sports cable network, Univision tlnovelas, a 24-hour Spanish-language cable network dedicated to telenovelas, ForoTV, a 24-hour Spanish-language cable network dedicated to international news, and an additional suite of cable offerings - De Película, De Película Clásico, Bandamax, Ritmoson and Telehit; Univision Local Media, which owns and/or operates 59 television stations and 67 radio stations in major U.S. Hispanic markets and Puerto Rico; and Univision Now, a direct-to-consumer, on demand and live streaming subscription service. The Company also includes Fusion Media Group (FMG), a division that serves young, diverse audiences. FMG includes two cable networks: news and lifestyle English-language network FUSION TV and UCI’s interest in El Rey Network, a general entertainment English-language cable network; Univision.com, the most-visited Spanish-language website among U.S. Hispanics; Uforia, a music application featuring multimedia music content; as well as a collection of leading digital brands that span a range of categories: technology (Gizmodo), sports (Deadspin), music (TrackRecord), lifestyle (Lifehacker), modern women’s interests (Jezebel), news and social justice (FUSION.net), African American news and culture (The Root), gaming (Kotaku), and car culture (Jalopnik). FMG also includes the Company’s interest in comedy and news satire brands The Onion, Clickhole and The A.V. Club. Headquartered in New York City, UCI has content creation facilities and sales offices in major cities throughout the United States. For more information, please visit corporate.univision.com.